CANADA’S DRAG RACE Returns for Season 2 with Seven Brand Partners

Tags: @CanadasDragRace, #CanadasDragRace, @CraveCanada, @Crave_PR TORONTO (October 7, 2021) – As CANADA’S DRAG RACE gears up for its season premiere, Thursday, Oct. 14 at 9 p.m. ET, Crave confirms seven exciting brand partners for the series’ sophomore season. Returning to one of TV’s biggest fall extravaganzas are DoorDash, Neutrogena, and MADE, with Shoppers Drug Mart, Trojan, AHA, and Fido joining the series for the first time. All seven brands are integrated seamlessly throughout the season with innovative brand solutions across SVOD, digital, and social platforms. “CANADA’S DRAG RACE continues to deliver some of the most unique and targeted brand-building opportunities on Canadian premium television,” said Perry MacDonald, Vice President, Advertising Sales & Partnerships, Bell Media. “After a her-storical, award-winning inaugural season, the series is a proven hit, and we’re ecstatic to work closely with our partners to execute custom programs that will make a big impact on their brands.” Below are details about the seven innovative, co-branded partnerships for Season 2 of CANADA’S DRAG RACE: NEW PARTNERS Shoppers Drug Mart Shoppers Drug Mart is the Grand Prize Partner, providing a sensational supply of cosmetics to the Season 2 winner. Throughout the season, there is integrated product usage and branded set pieces, including a beautifully decked-out Werk Room stocked with Shoppers Drug Mart cosmetics. In partnership with the Bell Media production team, Shoppers Drug Mart also created custom branded content “Painted by a Queen,” where three queens translate drag-tastic looks into everyday makeup routines. Videos spotlight trends and techniques from various product categories with mentions and placement on camera. “Painted by a Queen” is set to be promoted across targeted broadcast, digital, and social platforms with optimized amplification. Trojan TROJAN™, Canada’s #1 Sexual Health Brand, is incorporated into one of the season’s challenges. In partnership with Bell Media, TROJAN™ video content titled Hooking Up With TROJAN™, features queens who are joined by special guests to explore relevant topics around modern dating and relationships, including dating apps, monogamy, hook-up culture, and more. Hooking Up With TROJAN™ will be promoted across digital and social platforms. AHA AHA, joins the series with in-show integration and a Twitter extension. Throughout the season, AHA is integrated during key moments with product placement as well as sponsored “AHA Moment” segments where queens are asked when they knew they could win the competition. AHA is also a sponsor of CANADA’S DRAG RACE on Twitter. Fido In the spirit of continuing to support the LGBTQ2S+ community and finding ways to create meaningful connections by advocating for true acceptance for everyone, Fido is proud to partner with CANADA’S DRAG RACE to bring fans new social content called, “Ask an Icon,” where Fido has your favorite queens answer your top questions through social media. RETURNING PARTNERS DoorDash As a returning partner, DoorDash will be integrated into the series in a challenge this season. In partnership with the Bell Media production team, DoorDash created “Conversations with Queens,” a long-form video featuring queens engaged in Courageous Conversations using conversation cards developed by DoorDash. The full segment can be found on the CANADA’S DRAG RACE YouTube channel and promoted via :15 and :30 second promos on targeted broadcast, digital, and social platforms. Neutrogena As the exclusive brand partner for skincare, Neutrogena returns with in-show integrations and branded content. Throughout the season, queens use Neutrogena cleansing wipes to help de-drag, while a display of the wipes is featured in the Werk Room. Following the success of last season’s partnership, Neutrogena and Bell Media have collaborated again to create ‘De-Drag with Neutrogena.” Four Season 2 queens showcase their de-dragging using the iconic Neutrogena Cleansing wipes and the brand’s NEW Hydro Boost Micellar Water. Targeted digital and social platforms will be used to promote the content. MADE MADE returns for Season 2 with an in-show and out-of-show partnership. The Canadian organization integrates their core message of celebrating Canadians in entertainment seamlessly into the show’s narrative. In partnership with the Bell Media production team, MADE created digital content called “From One Queen To Another” where the Queens celebrate some of their favourite Canadian entertainment icons.